E.L.F. BEAUTY

What does a beauty brand know about dropping an album? 💿 Turns out, enough to do it twice. Last night we released "Mirror Mix," e.l.f.'s second original album. Seven rising artists spanning Pop, R&B, Latin, and rock. The artists on the album include: Jaoquina, Flau'jae, NEZZA, Brasko, Mamii, Hello Sister and Sadie Rose Van. This isn't just a one-off stunt. It's a real, artist-first model where the people making the music keep the licensing upside and carry the brand story on their backs. e.l.f. is driven to democratize access to dreams for artists who are underserved in the music industry and the data shows more support is needed: 1 in 3 independent artists (not backed by a label) say they are challenged by lack of exposure and getting their music heard 78% of independent artists earned less than $15,000 from their music in a year; only 13% live solely off earnings from their music 82% of independent artists can't afford to tour; 87.5% of those 18–24 find it completely unaffordable These numbers didn't sit right with us, so we moved at e.l.f. speed to help change that. “At e.l.f., we've always believed in empowering the voices of every eye, lip and face and that includes every artist with a story and every fan looking to discover something new," - Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. So, go check out the album on the platforms below and let us know which tracks stay on repeat! Spotify - https://lnkd.in/gfeW-_Vi Apple Music - https://lnkd.in/gXszxH_Q Amazon Music - https://lnkd.in/gi4fCGCu The album is also available on e.l.f. UP! on Roblox because we're all about meeting our community where they are. 📍

Navigating fertility, parenthood and postpartum is already hard enough. The last thing anyone should have to worry about is whether or not certain products are safe to use. That's the problem Sorette founder Lanning Ardente set out to solve by creating an independent seal of approval for products across every stage of the motherhood journey grounded in real science. In our latest Substack, Lanning shares why transparency sets a brand apart, how she balances rigorous science with approachability and why Well People was the right partner to be the first color cosmetics brand to earn the Sorette seal of approval. Check out the full conversation at the link below: ⬇️ https://lnkd.in/eP8dPa-P

OLÁ, BRASIL! 🇧🇷 You asked so we listened. e.l.f. is launching in Brazil on September 29, making us the first mass color cosmetics brand to ever hit Sephora Brazil. Turns out Brazil is one of the most requested regions for e.l.f. in the entire world. So we did our homework, leaned into what makes your beauty culture so uniquely yours and showed up ready to serve every eye, lip and face. No compromises, just good beauty for all. The stats don't lie: 72% of Brazilians say you'd never stop buying cosmetics. 85% say looking good means feeling confident and honestly? We e.l.f.ing get it. "We’re excited to bring the best of e.l.f. to every eye, lip and face without compromise," - Kory Marchisotto So mark your calendars for Tuesday, September 29, 2026 for the official launch in select Sephora Brazil stores + sephora.com.br. But first, go watch our campaign, we hope it gives "Absolute cinema!" 🎬 https://lnkd.in/eyf2pRjd

Ten years ago today, we became a publicly traded company. A decade later, we're still here, still disrupting and still grateful for every single e.l.f. who's been part of this ride. To celebrate, we looked back on 10 things that helped shaped our story. Below are a few highlights: We took the path of most resistance. Two weeks before our IPO, we were approached with an offer to buy the company. We turned it down. We saw too much potential in what we could build for the long term. Of all consumer IPOs over the last decade, e.l.f. is in the 96th percentile for share price performance since IPO, up 470%. We made every employee an owner. Since going public, we've granted nearly $300 million in equity to employees outside our exec team. Check out the full piece on our Substack at the link below: 👇 https://lnkd.in/eYi_9dgF

The internet had LOTS of opinions when Dylan Efron once said showering was "overrated." 👀 Then came more opinions when he posted a thirst trap to prove he does, in fact, shower. Only for the internet to have well...even more opinions. Well, you know we are in the business of connecting dots so ... we jumped into this conversation with “Never Thirsty” our recently launched moisturizing shampoo and conditioner from our category expansion e.l.f. Hair. The concept was simple: recreate the iconic shower moment but let the bottle do the talking. No script, no spokesperson read and nothing too promotional. We wanted it to be just Dylan, his phone and a thirst trap with a punchline. No typical hair ad here. The best marketing doesn't feel like marketing, it connects you to a conversation. It feels like content you were already going to watch twice (or maybe even three times in this case).  On top of that these products actually deliver.  Never Thirsty cleans and moisturizes, melts into your hair, smells unreal and costs $18 for both bottles. That's the e.l.f. way, prestige-level formulas that never come at prestige-level prices. Dylan may be giving you thirst traps in the shower, but his hair is Never Thirsty.  Shop the duo at elfhaircare.com e.l.f.ies and let us know what you think!

At six years old in Maui, Kiana Tangonan started dancing hula and Tahitian. She taught herself through music videos, came up through Las Vegas's freestyle battle scene and is now part of one of the most prestigious dance teams in the industry. When the opportunity arose for Kiana to teach her first class, her part-time job said she couldn't miss work. In that moment she said the only thing a dancer with that kind of courage could: "Okay, then I quit." She's been dancing full-time ever since. Sold-out classes across the U.S., Europe, Asia and Canada and has had her choreography continue to go viral on social media. Now, she’s competing with Jam Republic in the IDL international dance league, whose season closes this weekend at the LA Series and Championship. e.l.f. is now a founding partner of the IDL because dance sits at the intersection of sport, entertainment and self-expression. For an art form like dance that shapes so much of culture, it's been underserved for far too long and we knew that needed to change. Read the full conversation with Kiana on Substack at the link below: ⬇️  https://lnkd.in/e9anzYrt

Last night, the NYSE traded in stocks for activism 🌟. We stood alongside Amanda Nguyen and Rise for the annual Rise Fashion Show. Over 72,000 people applied to walk in this show. That number tells you everything about the desire to reclaim a story and to stand on a runway instead of in the shadows. Amanda started Rise in 2014, after her own assault in college. What began as a fight for a sexual assault survivors' bill of rights has helped pass 128 laws in 46 states, three countries and the United Nations and has grown into a global movement. She's a civil rights activist, astronaut, as well as the first Vietnamese woman to go to space. Last night's event turned the world's most iconic financial stage into a runway and the theme was "What do your dreams cost?" Survivors pay a price no one should. The estimated lifetime cost is $122,461 per victim, $3.1 trillion across our population. This show put that cost on the catwalk, with Olympians, astronauts, Broadway singers and allies walking for every survivor who deserves to be seen. Here's how we showed up: - Sent our pro-artist team backstage to get every model camera-ready for their moment under the lights - Sent every attendee and participant home with e.l.f. products to extend the glow - Stood as a proud partner, because beauty should fuel ownership of our own stories and create access for all As Amanda says: "When I fight for survivors' rights or reach for the stars, I'm reminded that no dream is too big. Together with e.l.f., we're ensuring the next generation knows no limits." To every survivor who walked, watched or held the moment from afar, we see you and we stand with you. Check out Amanda's incredible story behind Rise below: ⬇️

Last week, our very own Mandy Fields sat down with Bloomberg Television's Scarlet Fu to discuss how CFO's play a critical role in shaping corporate strategy and positioning organizations to meet future challenges. Over the past 7 years, Mandy has helped lead e.l.f. Beauty through 30 consecutive quarters of net sales growth. However, if you ask her what she's most proud of, it's never just the numbers.  It's the culture, the community and the belief that finance is anything but a back-office function. A few things that came up in the conversation: CFO's should be strategy engines: Today's finance leaders shape corporate strategy and position their organizations to meet what's next and Mandy is proof of that. Disruption is a mindset: We've been disrupting for 22 years. From our founding, with selling color cosmetics over the internet for $1 to the most unexpected collaborations, we continue to disrupt and always do so with a kind heart. Community is the secret sauce: From TikTok Live to Twitch, we meet our e.l.f.ies where they are because building a different kind of company means staying close to the people who got us here. Anything is e.l.f.ing possible when bold leaders trust their instincts. 🚀 Watch Mandy on Bloomberg's "Chief Future Officer" interview here:  https://lnkd.in/eHCaWMkS 

Investing in our people has always been at the core of who we are, which is why we’re so excited to share that e.l.f. Beauty has officially been recognized on Fast Company's 2026 Best Workplaces for Innovators Top 100 list, landing at number 19! ⭐️ Now in its eighth year, Best Workplaces for Innovators is one of Fast Company's signature programs, celebrating organizations that foster cultures of innovation and empower employees at all levels to bring new ideas to life. What makes this recognition especially meaningful to us is how it's evaluated. Unlike traditional workplace lists, it looks at how organizations invest in their people and ideas through resources, measurable impact and systems that turn insight into action. That's exactly the culture we've been building together. We're honored to be recognized alongside some of the world's leading innovators, including Chipotle Mexican Grill, Anthropic, American Express and Morgan Stanley.  A huge thank you to every member of the e.l.f. team. This recognition is a testament to the culture we continue to build together and we’re so excited to see where it takes us next! 🚀 

We've all been there... Primer on, brows set, a highlight so bright it could stop traffic. Then the flash hits and your foundation base is off, mismatched, even just a little uncanny. 👻 So we did what e.l.f. does best: we took a real beauty nightmare and turned it on its head. Today we launched Unglammy Valley, a horror-meets-humor campaign starring longtime e.l.f.ie Sara Waisglass, which dramatizes the jump scare of choosing the wrong foundation and offers our solution, e.l.f.'s Soft Glam Satin Foundation. Here's why the Soft Glam Satin Foundation is the hero of the story: 🧴It comes in 36 shades so the perfect match is never a guessing game ⭐️Medium-buildable coverage with a soft, natural-looking finish and subtle glow 🫐It's infused with 1% Hydrating Hibiscus Complex plus guava, blueberry and goji berry extracts that hydrate without clogging pores As our CMO Oshiya Savur put it: "Finding the right foundation is a universal struggle. Our community essentially handed us this idea, so we took their very real foundation fears and turned it on its head in the kind of over-the-top humor e.l.f. is known for." Find your match at elfcosmetics.com, where our virtual try-on shade matching tool is waiting. eyes. lips. face. and finally the right base. ✨